전시박람회 참관객의 행동의도 예측력 비교

• 영문명: Finding a Better Model Predicting Exhibition Attendees’ BehavioralIntention : Focusing on Relational Quality and Servicescape
• 발행기관: 관광경영학회
• 저자명: 조지민 김철원
• 간행물 정보: 『관광경영연구』제20권 제2호, 159~176쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2016.03.31

영문 초록

The purpose of this study is to compare two competing models predicting exhibition attendees’ behavioral intention. Based on literature review, relational quality and servicescape were selected as antecedents influencing behavioral intention. To find a better model, the study compared explanatory power(R-square) and effect size of relational quality and servicescape on behavioral intention. Servicescape was divided into four main components: convenience, ambient, attractiveness and human. For relational quality, commitment, satisfaction and trust were chosen as main factors. A total 320 samples was collected from attendees in 2014 Baby Expo. As results, Relational quality showed a better explanatory power in explaining behavioral intention than servicescpae. In terms of the magnitude of effect, satisfaction as one of relational quality’s main factors showed biggest impact on behavioral intention. Thus, this study suggested when predicting behavioral intention, relational quality provide a better result than servicescape.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Relational Quality Explanatory Power Servicescape Behaviroal Intention